“BRAND IS NOT JUST A NAME, IT’S AN IDENTITY & SOUL OF A PRODUCT.”

INTRODUCTION Presented by – Sweta Leena Panda

MBA (Digital marketing / Strategic / Advertising)

SELF MADE CAMPAIGNS

1. Introduction

Marketing Campaign “A specific, defined series of activities used in marketing a new or

changed product or service, or in using new marketing channels and methods.”

A marketing campaign isn't something that comes to you or your campaign become successful while you're taking nap or sit ideally, it’s a silent daily effort you put forward in the mind of your customer. Successful campaigns tend to be carefully researched, well thought-out and focused on details and execution, rather than resting on a single, grand idea. Planning a marketing campaign starts with understanding your position in the marketplace and ends with details such as the wording of an advertisement.

In movie “FILED OF DREAM” there is a line ˜If you build it, they will come" but unfortunately,

it doesn't apply to gaining sales whether they're via you desktop site, mobile site, social media

presence or offline channels.

If you want to maximize your productivity then you have to reach at each and every hearts of

your potential customers as brand loyalty is not limit to loyalty it can act as a magic too. But

reaching maximum level of customers is not only pen and paper work or not limit to the idea

too, how you implement that that’s the biggest task so for that marketing campaigns are

made. So reach of online campaigns or ad campaign to acquire new customers online as well

as offline you have to work hard to master the full range of RELEVANT online and offline

marketing communications tools or digital media channels...

There are various ways of start a campaign both in online as well as offline.

2. Objective

Objective of my study is –

1) Research the marketing communication of any one brand

2) Create your own marketing campaign for various brands and know how it impact the

minds of customers

I took “surf excel” brand to know about marketing communication

Self-made Marketing campaign ideas on brands - “Surf excel, OYO Rooms and veg

McDonald”.

3. Marketing communication of Surf Excel

Surf Excel, launched in 1959, is one of the oldest detergent powders in India and

Pakistan.

Initially the brand was positioned on the clean proposition of “washes whitest”.

However, with the emergence of numerous local detergent manufacturers and the

entry of other global brands, Surf Excel underwent various changes in its brand

communication.

This is in line with the global communication platform of ‘Dirt Is Good’, which is a

communication strategy of Unilever for its premium detergent products, sold under

various brand name.

Today, Surf Excel leads the Premium Fabric Wash Category in India. Some of the other

major detergent products of Unilever in India are Rin and Wheel. The latest entry into

the segment is Comfort, a Fabric Conditioner.

3.1 Evolutionary History

1959 - SURF

1990 -SURF ULTRA

1996 -SURF EXCEL

2003- SURF EXCEL BLUE

2006 - SURF EXCEL BAR

3.2 Surf Excel: Current Range of Products

3.3 Surf Excel Marketing communication

Events

Advertising Sales and

promotion

Surf excel

Integrative

Marketing

Public

Relations

Direct

Marketing

Word of

mouth

marketing

Personal

Selling

3.4 Marketing communication of Surf Excel

HUL: India’s largest FMCG Company, HindustanUnilever has carried out extensive market research and based on that it prioritizes its different products “Surf excel” is one of its product. Based on its sales volume and profit margins, area sales manager decides what quantity of products should be delivered to different outlets. This also prevents shortage, if there is greater demand in certain areas. There are a number of detergent sellers in the market, the consumers and buyers have substantial power to influence the marketing of Surf Excel. One supplier for a successful product can exploit it; therefore Surf Excel has 3 major suppliers for the sole purpose of effective bargaining. Current Indian demographics show an increasing rate of population, specifically rural population, which is why Surf Excel has introduced sachets of Rs.10 especially for this market and advertises it as “a pack that can wash clothes of the whole house in just Rs.10”. This tactic has been working well for Unilever. Unilever also considers the increasing trend of nuclear families in the urban areas in contrast to rural areas. This is why different promotion plans promote different values in advertisements targeted to specific markets. Unilever also invests heavily in R&D to bring constant innovation to its product, for example Surf Excel introduced its “less water, more lather” variety in 2004 for a more social, economic and technological progress. Competitors The detergent market research of Indian shows that more than 50% of the people use soap for washing and cleaning purposes, due to economic crisis of India however Surf Excel continues to grasp more of this market by its promotional campaigns. It is also a fact that this HUL detergent market has an annual growth rate of 40% in India. Ariel (P&G) is the closest competitor of Surf Excel in terms of pricing, service and promotional activity. However Surf Excel still enjoys the highest market share, the main reason for this can be brand loyalty because Surf Excel has a history and serving customers that hold on to them. Brite (Colgate-Palmolive (Ltd) Pak) is also capturing customers with its catchy new advertisement campaign “ab koi daagh bach k dikhaye”, however Surf Excel is comparatively is a much older and brand in the eyes of the customers which they can trust. Express Power and Bonus are also competitive brands, however they cater to a slightly different market of middle-class and lower class as represented through their marketing and lower prices.

3.4 Surf Excel: Advertising and campaigns

History of Advertising

•Informational Appeal from early days of „Lalitaji‟

•Ads have been only about unhappy housewives

•Comparison of white shirt and yellow shirt

•Boring stereotype, predictive and formulaic ads

Breaking the Cliche

•Says it’s OK to soil your clothes for a good cause

•Known for its newness, simplicity and clutter breaking ability

•Emotional connect with the audience

•Focus centred on people rather than brand or the product, intangible aspects are highlighted

Present status

•Came up with Surf Excel „Forgiveness‟ Campaign (Sequel of „Daag Acche Hain‟)

•It has increased the brand recall value

Various categories of communication systems like broadcasting, print media, etc. are used

for Surf Excel

Billboards and posters

Surf Excel: Media Strategy (Traditional) Surf Excel : Daag Acche Hain

In the Print Media, such as newspapers, magazines, direct mails, outdoors, etc. are

used

In the broadcasting media, television and radio (FM channels) are the major tools

The frequency of ads is higher during the time slots 1.00 pm to 3.00 pm and 9.00 pm to 11.00

pm for stronger impact on target population

Word of mouth publicity

Surf Excel: Media Strategy (Non- Traditional)

Title sponsors of TV shows (Surf Excel Little Masters)

Every year Surf Excel organizes children’s festivals – Kala Ghoda 2010, 2009; Anand

Mela 2007, D-Mart 2008

Surf Excel has it‟s own YouTube channel wherein children share their “Dirt is Good”

experiences

Surf Excel tied up with the movie – Chiller Party

Organizes various competitions , e.g. World’s largest Hand-Printing Competition (over

70,000 children participated, Surf excel smart choice contest – lucky winner to get

Whirlpool washing machine

Online promotion strategies –website www.surfexcel.in

Various initiatives

“Surf Excel and You” suggesting mothers to encourage active learning in their children,

mother’s pride – in which mothers can share their pride stories - special moments from the

moment they have children, knowledge beyond books, expert advice Children’s Club

Social media marketing through Facebook – „Santa Claus Carnival‟ etc.

Surf Excel: Impact Surf Excel : Daag Acche Hain

The perceived quality of Surf Excel is now more compared to competition brands

Long lasting impact on the consumer because of its emotional connect

Developed a positive attitude towards stains by highlighting child’s happiness over

stained cloths

15-20% increase in sales in the Indore area

In a semi-urban area like Rau, sales increased by about 150% (from 6 Kg a month to

15 Kg a month in a retail shop) over last 1.5 years

Out of 30 homemakers we interviewed brand recall was found to be about 80%

Surf Excel: Recommendation Surf Excel: Daag Acche Hain

Concentrate more on trade promotions

Concentrate on consumer promotions

Increase trade margins (currently 7%)

Increase point of purchase displays and try to get more shelf space in small scale

retailers

Not sufficient presence in rural markets, product sells primarily in sachets

Company needs to reinvent ad campaign. It will be beneficial to associate the brand

with some social cause

Tie ups with electronic showrooms, hotel chains etc.

CAMPAIGNS

Surf Excel

(One campaign)

DAG ACCHE HAI, Kuch nei suruwad dag se – celebrate first

with colour

Surf Excel Campaign: Proposed by Sweta Leena Panda

Revamped campaign with the tag line: Daag Acche Hain , Kuch nei suruwad Dag se

Linking to a social cause, viz. touch the Five emotion campaign

Specific ads during festive season especially Holi, marriage time etc.

Script of my Advertise campaign -

Surf excel touch the emotions and love.

1st - Feel the Colours of Holi – Everyone celebrate Holi but the spotlight will be the newly

couples (focus young stars – college students) to celebrate the love.

2nd - First period of a girl – spread the awareness that period is not about feel shame, it’s time

to take your own responsibility by own.

3rd – Lets play in rain – Playing football during rain fall - feel the first rain fall after summer

with friends – enjoyment- child /young *spot light -first rainfall*

4th -A fate man enjoying food during a marriage party -foodie-hungry , middle age – No

tension for stains *spot light – marriage*

5th – last day in School – dye colours in your friends dress as a memory in last day in

school.*Spotlight- dye your friend’s dress with your palm impression*

Kuch Daag acche hain ….!!!

Surf Excel

(Second campaign- Best one from my side)

Phanka – “Hame udne do” Surf Excel Campaign: Proposed by Sweta Leena Panda

Revamped campaign with the tag line: Phanka – Hame udne do

Linking to a social cause, viz. let the children make their dream true, special focus to

Special Olympics, sports and painters.

Specific ads during Olympics time that also special

Script of my Advertise campaign -

Surf excel touch the emotions and love.

• Take the interview of kids who have great inspiration for sports and arts.

• Interview 1st kid – I want to be like virat Kholi (my mama don’t let me go as I make my

dress dirty).

• Interview 2nd kid – I want to be like Ronaldo but my mom scared of dirt.

• Interview 3rd kid – I want to be an artist but my mom never let me do painting as I spoil

my all dresses.

• Take the interview of moms – one surf don’t take even 3 days due to hard dag

Can you spoil your children’s future for being scared of colours/dag, change your thought,

anyone can be sachine or Ronaldo or Leonardo da Vinci /M.F Husain so set them free and

let them dream and make their dream true.

• Now you have best solution – we value your dream as some dag can make INDIA

proud.

Your special kids can make you feel special.

Offline Campaign

• Let the children do participate in many competition specially sports to make their

dress dirty to create a sportsmanship power in the heart of kids. Let them love with

colours and dirt. No biasness – all gender group of children and all kinds of children

blinds to autism kids can take participate.

Surf Excel

(Third campaign – Best one from my side)

OUR RELATIONSHIP IS STAINLESS like surf excel bachpan ka saathi,

NO DAG IN RELATIONSHIP.

Surf Excel Campaign: Proposed by Sweta Leena Panda

Revamped campaign with the tag line: “Surf excel bachpan ka saathi , No Dag in

Relationship”

Linking to a social cause, viz. no gender bias when it comes to love, true love.

Specific ads during Marriage or Valentine day time.

Script of my Advertise campaign -

Surf excel touch the emotions and love.

Story starts with 2 school kids of standard 1 (6-7 years old)

While entering into bus the boy fall down in mud and get dirt, the girl give her hand and pick

him up and they can’t get sit in bus as his dress was dirty finally they got one seat to sit and

the girl sit over the lap of boy in bus.

They became friends … Finally grow up.

In college football match before the boy entered into match field, the girl took the dust ball

or mud ball and through it to his dress and said “it’s the sign of hard-core player” now you are

ready to become champion (This part shows - sometimes you have to show up your hard

labour). Finally he won.

The before marriage day. Haldi Rasham (Hindu ritual) – the boy put haldi on the girl’s white-

pink dress, when the girl scold him, he smiled and told her “Are kyon tension leti hai, surf

excel hai naa- bach pan ki sathi, bhul gyi (ENGLISH- why are you panic all time, surf excel is

there – who is with us from our childhood days, you forgot)”

They remind their childhood days –

How the boy entered into the girl’s house silently then she clean his dress in surf excel soap

and tell – ab mumi nehi danthigi (English-Now mom will not scold) (1st meet in bus incident)

After winning the game –girl was saying to boy “give that dress to me, I’ll wash it”. Your mom

will feel proud of you that without making your dress dirty you could be able to won ( This

part shows -your own people don’t want your show up, they love as you are and they have

faith on you). My champion.

The day before marriage – Boy said to girl “chalo aaj main kuch karta hun- give your chuni to

me today I’ll clean as now you are my responsibility”.

While he was cleaning her cloth, everyone in the family was watching them and finally

everyone praise the guy for his mind set - no sex discrimination and love truly.

Finally the boy say with proud “OUR RELATIONSHIP IS STAINLESS like surf excel bachpan ka

saathi, NO DAG IN RELATIONSHIP”

OYO ROOMS

We belong to you

Oyo rooms Campaign: Proposed by Sweta Leena Panda

Revamped campaign with the tag line: “We belong to you”

Linking to a social cause, viz. travel India and explore different place and

culture.

Specific ads during any festival time.

Script of my Advertise campaign –

10 reason why you should visit India

People , Food ,cultural diversity , Beaches , chaos , diversity in religions ,Holistic rivers, history

of architecture , The adventure.

Love traveling and worry for accommodation with good prices, we are here to help you.

• We belong to you

29 states, different cultures – foods and languages, don’t worry we are here for your

accommodation, we belong to you.

OFFLINE –

1. Coupons/discount for newly married couples during marriage seasons

2. Share your travel story with OYO rooms, which will be share it in website. Interesting

story will display in website and they will get some discount from Oyo rooms, how it

helps you when nobody is there for you.

VEG MCDONALD

Save love , save life

Veg McDonald Campaign: Proposed by Sweta Leena Panda

Revamped campaign with the tag line: “save love , save life”

Linking to a social cause, viz. go Vegetarian.

Specific ads during any festival time.

Script of my Advertise campaign –

Animals are talking with each other’s.

One chicken saying bye to his husband and friends, don’t know what is going to happen

tomorrow. All are crying with sad face “Hope God save us and our loved one.”

Goats, cows and pigs become united for a meeting. Don’t know who is going to be next, no

doubt every day we lose some of our friends still we scared of losing as our hearts can’t accept

that.

One mother Goat (crying) – Oh God, I don’t want to go – I am pregnant, ha these human being

are so heartless. Let’s pray before God.

Finally, God also feel like crying. I feel guilty to do injustices with you all (animals). Let me find

out the ways to save you from human without hurting them.

Oh, veg McDonald – cheap with delicious food, tastier than nonveg.

See I come with substitution. Now you all are free.

Happy ending – all are busy in loving each other in the end.

Human are happy as well as animals.

All thanks to MC DONALD.

Save love, save life